Queensland’s tourism landscape is on the cusp of a radical change. The Queensland state government, with the support of state Tourism Minister David Crisafulli, is kicking off the Destination 2045 campaign. This hugely ambitious initiative is meant to cement Queensland’s position as Australia’s events capital and will greatly improve its eco-tourism potential. The strategy aims to open 45 more great new eco-tourism products. It’s intended to help restore the endangered Great Barrier Reef islands and inject an annual visitor spend increase to $84b by 2045.
Crisafulli stated that teamwork and partnerships are the driving forces behind this project. He stated, “We are honored to be the events capital of the country. Our mission is to create international links and launch 45 new eco-tourism products by 2045. This dream is grand, daring, and ambitious, but it’s imperative that we realize it to fruition.”
Focus on Eco-Tourism
At the center of the new Destination 2045 strategy is a priority on eco-tourism. The government plans to prioritize projects such as the Thorsborne Trail on Hinchinbrook Island, the Wangetti Trail north of Cairns, and the Whitsunday Skyway in Airlie Beach. These projects are intended to attract more nature lovers while promoting the sustainable tourism short-term rental economy.
Crisafulli focused on the role of eco-tourism in the overall plan. He stated, “There will be significant funding in the budget and beyond,” signaling the government’s commitment to backing these initiatives. He did not mention a specific dollar figure for total funding. Beyond that, he hinted that we’d learn more in the coming spring budget advance.
Gold Coast Mayor Tom Tate said he welcomed the strategy and its focus on the Gold Coast as the home of the Olympics’ regional benefits. He pointed out how the Gold Coast is always willing to help. He’s optimistic that new openings will occur as this plan is refined.
Economic Impact and Job Creation
The campaign, called Destination 2045, is designed to increase Queensland’s tourism magnetism. It will further spur economic development by creating thousands of new jobs. The strategy aims to add close to 40,000 new jobs in the tourism sector by 2045. This will provide a massive shot in the arm to our local economies.
The government plans to attract more visitors through targeted marketing efforts and establish a fund dedicated to securing new direct flights from international destinations, including India. As Tate said, “I mean for me it’s irrelevant whether the tourists from India arrive in Brisbane or the Gold Coast – they both arrive at the same place. It really is team Queensland.” This feeling clearly conveys a collaborative effort within the industry to position Queensland as the best tourist spot on the planet.
Collaborative Efforts for Success
The success of the Destination 2045 campaign hinges on collaboration among various stakeholders, including local governments, tourism operators, and community organizations. As Craig Davidson put it, that’s surprisingly scary. As he said, “They are here because of a team Queensland approach. They’re not here because we have the largest chequebook. He focused on the benefits of rapid ideation in group environments, which have produced breakthrough projects already in Queensland. This of course underscores the importance of sustained collaboration.
Natassia Wheeler praised the plan for its responsiveness to industry needs. She added, “It’s very, very important, very critical to see a plan become reality today that effectively listens to and supports the industry. That plan needs to go further to address real challenges industry is facing on the ground right now.”
